Tandem Cookalong
At Tandem we love all types of books, and are always trying new -alongs! The cookalong has been a successful part of our offering for a few years now. From bakealongs with parents and children, to large scale cookalongs, we have worked with all types of cook books; traditional and not so traditional (Appetite by Ed Balls or Midnight Chicken by Ella Risbridger for example). Read on for more information.
Nistisima, Georgina Hayden
Bloomsbury
March 2022
The Brief:
30 person cookalong including partnership items and content placements.
Cookalong: We partnered with Odysea to send participants a pack including the book and some common Greek ingredients.
We also had competitions and content placements from Odysea, BEEN London and Sister The Brand; and blog posts from BEEN London and Whistles.
Results: The majority of the creators on this campaign created reels instead of grid posts. We had a reel engagement of 45.71%. The author was really engaged and interacted with the posts.
Testimonies:
โIโm so excited to be taking part in a cookalong for the publication of Nistisima. This collection of vegan recipes from the Mediterranean, Middle East and Eastern Europe sounds amazing and is right up my street.โ - @abookworkorange
โThe cookbook is full of delicious sounding vegan recipes from the Mediterranean and beyond.โ @mummy_without_a_clue
#nistisimacookalong
Breadsong, Kitty and Al Tait
Bloomsbury
February and April 2022
The Brief:
Pre-release campaign with VIP creators in February, who would help to create the questions and challenges
80 person cookalong in April
The main cookalong was tied in with Mental Health Awareness Week.
Cookalong: We included bespoke tea towels printed with an illustration from the book. We had split this into two parts; a readalong of Kitty and Alโs story, and a selection of challenges around the baking and recipes.
Results: What worked well on this cookalong was engaging the community in creating the readalong questions. The VIPโs then also helped to run the DM groups on the main bulk of the readalong/cookalong. The challenges also tied in with #MentalHealthAwarenessWeek
Testimonies:
โI really enjoyed this cookalong! Iโd love to see more interactive creative readalongs like this one.โ @candlelight_books
โThis has been super fun! Iโve enjoyed seeing everyoneโs bakes and it was nice to do something to support mental health awareness week.โ @caitlinsyearinbooks
โI enjoyed being part of the VIP group and the zoom call to brainstorm the questions - thank you. This is the most gorgeous book.โ @rutherford.reads
#breadsongcookalong
Poppy and Sam Baking, Abigail Wheatley
Usbourne
April 2022
The Brief:
Readlong/bakealong for parents/guardians of young children who enjoy the Poppy and Sam/Apple Tree Farm books.
Cookalong: We sent out challenge cards which included a shopping list along with the book. We encouraged reading the book and then baking some selected recipes.
Results: We had some fantastic feedback from participants and beautiful content produced.
Testimonies:
โWe loved taking part in this bakealong! It was very enjoyable and itโs a book we will be going back to again and again when baking with our boys!โ @beckyandthebooks
โFun and accessible first baking bookโ @pickleandmischiefsmama
โA Fantastic baking book to inspire little chef's. The perfect guide to begin the journey of baking with your little ones and easily adaptable to all dietary requirements.โ @autumnleavesreads
#poppyandsambakealong
Kololo Hill, Neema Shah
Pan Macmillan
June 2021
The Brief:
Kololo Hill is a fiction novel, however it has a strong food theme.
Cookalong bolt on including a recipe from the author and an IG Live
Cookalong: We hosted a Live cookalong for Kololo Hill where we put together bespoke recipe boxes (containing ingredients plus the book) for ten influencers, two of whom joined the author and a member of Team Tandem to cook the recipe live on Tandem's Instagram Stories. The format was similar to a daytime cookery show, where Neema guided our influencers through the recipe and answered questions relating to the book posed at relevant intervals by a member of Team Tandem - there was even a live reading while the ingredients simmered!
Results: This was such a wonderful way to celebrate publication of the book on a smaller budget; by posting the recipe in advance on our grid, members of our community were able to purchase the ingredients and take part, whilst listening to Neema chat about and read from the book. Every influencer who received the box posted content relating to the book and the cookalong on their accounts generating visible interest and excitement from their followers. Link to live
Testimonies:
โNeema is a talented writer and I couldnโt put this down so ended up reading it in one day!โ - @a_bookworm_at_heart
โI tore my way through this book; quickly drawn in by passage after passage of beautiful proseโ - @thecosybooknes
โI read and loved #KololoHill earlier this year.โ @tillylovesbooks
#kololohillcookalong
Appetite, Ed Balls
Simon and Schuster
August 2021
The Brief:
Deluxe mailing to 10 creators
Including nostalgic treats mentioned in the book plus a supermarket voucher
Aim to encourage creators to recreate a dish and post online.
Cookalong: This was a mail-out only campaign, so we did not have a planned cookalong. However, we had included a supermarket voucher and encouraged people to shop for and make a recipe from the book.
Results: We found that a lot of the recipients posted about the book and had a go at making some of the recipes. This is a great example of how we can run a cookalong on a small budget.
Testimonies:
Easy to follow, delicious recipes, look forward to reading through the whole book soon!
- @thatbookgal
Loved it, really fun and would love to take part in more!
- @topfoodieblog
Fancy comfort food made easy. This was so original and engaging, I loved it!
- @quanabooks
#appetitecookalong
